How the American Red Cross Redesigned the Experience of Donating Blood
Help Scout | September 10, 2014
How exactly do you convince strangers to donate their own blood? Money could be a motivator, but that’s not a smart long-term strategy, nor an honorable one.
It’s estimated that 38% of the U.S. population is eligible to donate blood, but only 10% do. According to the American Red Cross, the two most common reasons why people don’t donate are: 1) “I’ve never thought about it” and 2) “I don’t like needles.”
However, they also discovered that the most compelling reason for people to donate was the satisfaction of helping others. There was a lack of awareness and a fear of needles juxtaposed with a deep-seated desire to help those in need.
In 2007, the American Red Cross hired the consulting firm IDEO to help them redesign the experience of donating blood. After three months of research, IDEO reframed the organization’s focus on the customer experience. They redesigned the process and messaging, beginning with an understanding of why people are compelled to donate.